Learn More About Bricks And Clicks Model

A hybrid approach to retailing and e-commerce known as the “Bricks And Clicks Model” involves a company having both a physical store location and an online presence. This business model, also known as “click-and-mortar” and “Bricks And Clicks Model,” combines the speed and convenience of a physical store with the simplicity and accessibility of an online platform.

A bricks-and-clicks business model seeks to maximise client convenience while preserving the viability and profitability of the enterprise.

Walmart is a well-known example of this Model business strategy in practice. Customers have the choice of purchasing online or in-person thanks to the company’s hybrid business approach.

History Of Bricks And Clicks Model

The bricks-and-clicks business model was created to address the challenge of giving customers a seamless and all-encompassing buying experience, both online and offline. One of the earliest reported purchases made from a business that used a bricks and clicks business model was maybe a Pizza Hut pizza ordered online in 1994.

Early in the 1990s, businesses like Walmart and Sam’s Club started experimenting with the idea of integrating their physical storefronts with an online presence. Before making a purchase, buyers could conveniently browse merchandise on their website. The bricks-and-clicks business model was established from these roots.

Who Are the Bricks and Clicks Business Model’s Customers?

Customers who want a convenient and customised purchasing experience will be drawn to the bricks-and-clicks business model.

Customers that enjoy the convenience of online shopping as well as the opportunity to physically touch and view things before making a purchase can fall under this category. On the other hand, there may be customers who desire a more individualised shopping experience, with the chance to speak with knowledgeable employees and get in-store advice based on their unique requirements and preferences.

Key Elements of the Bricks and Clicks Model

The bricks and clicks approach seeks to:

  • Offer clients convenience
  • Give customers a seamless online and in-store shopping experience
  • Obtain the confidence and allegiance of the audience to generate revenue.

Advantages Of The Bricks and Clicks Model

The bricks and clicks approach offers both the company and the customer several benefits.

1. For Businesses

The expansion of market reach and sales are the biggest benefit. A company can interact with its clients more personally by having a physical presence, which may promote loyalty. Additionally, using both channels enables them to reach new audiences they might not have been able to previously and cover larger geographic areas.

2. Increased operational flexibility

Bricks and clicks businesses gain from being able to offer their goods and services to a far wider consumer base than brick-and-mortar firms, whose activities are constrained by physical limitations.

3. Brand and business expansion

Businesses frequently experience a large boost in sales and orders when combining in-person and online methods. This leads to growth and more visibility, engagement, sales, and consequently, money.

4. Increase Your Audience

The audience for the bricks-and-clicks paradigm is substantially larger. Businesses that operate both online and offline might widen their consumer base and attract people who might not otherwise have been able to use the goods or services being provided.

5. Improve Client Loyalty

A company has a better chance of gaining a customer’s loyalty when it is present at the preferred touchpoint. Customers are more likely to remain loyal to a company that is convenient for them than one that requires them to make an extra effort to visit.

6. An increase in data utilisation

Businesses have access to a multitude of data thanks to the bricks-and-clicks business model. To better understand consumer behaviour and preferences, this data can be leveraged.

When properly analysed, this data assists companies in determining which channels need the most work. They can also customise their deals to make them more enticing to clients. Companies can also utilise the data to develop tailored marketing efforts.

For Customer

Customers can enjoy several benefits from bricks and click business model in addition to benefits for enterprises, including:

1. Convenience

Shoppers can benefit from the convenience of both in-person and online shopping. They will be able to select the channel that best fits their requirements and preferences, and they can even flip between channels as necessary to make a transaction.

2. Information availability

Across all channels, customers have access to a variety of information on goods, costs, stock levels, live sales, new product launches, and more.

3. Flexibility

Customers can benefit from the various purchasing experiences each channel provides by choosing to purchase either in-person or online.

4. Personalization

Based on their past purchases and browsing patterns, customers receive customised recommendations and offers. Better buying experience for customers: Overall, the bricks-and-clicks business model can give customers a better purchasing experience. 

Examples Of Bricks And Clicks

Although supermarkets were the ones who first popularised the Bricks And Clicks Model of retailing, a wide range of businesses now utilise this business model extensively. Examples worth mentioning are Domino’s Pizza, Amazon, and Walmart.

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